Wine ClubWhat works

Miryam ChaeDirector, DTC

Guaranteed Money

Why should you focus on your wine club? “Guaranteed” profitable customers

What are your levers?

Wine club only wine Unique events VIP Area User-choice club Surprise!

Exclusive Wines

Shipment only wines

Unique Events

VIP Area

User Choice Club

Surprise & Delight

Other Resources

Your Star Players95% of signs up are generated in the Tasting Room

Staff Incentives Training/Tasting Ongoing contests

Staff PerksIncentives What do you pay? Keep them engaged

Contests Best team Best % growth

Training Wine Club Details Shipment Tastings

Brand Ambassadors

Use your members

Refer a Friend

Give them a place

Follow up

Gifting Options Retention Email

Communication

How do you communicate? Action-based emails Feedback tools

Action Emails

More Action Emails

Welcome to the club 80-90% open rate

Declined credit cards 50-60% open rates Allow online account updates

Birthday and Club Anniversary Increased revenue

Feedback Tool

Feedback

Voice of the Customer Real-time customer insights

Emails team immediately Address and react to issues & answer questions Look for trends & opportunities

“Make font bigger on mobile”

“Your [online] prices are much higher then what I pay for your products [at retail]. What kind of deal is this? I buy most of mine from Target. This is insane.”

“We have found a few of your reds we love and direct from you is much better than trying to find them locally. Especially love the Briarcrest!”

What’s success?

Benchmarks Conversion Rates Retention Rates

Integrated Systems

Questions?

sales@vin65.com

Miryam Chaemiryam.chae@cbrands.com